The asset acquisition will give Advance the right to sell DieHard batteries and enables Advance to extend the DieHard brand into other automotive and vehicular categories. In addition, the deal allows Transformco to sell DieHard brand batteries through its existing channels pursuant to a supply agreement with Advance.
Advance is also granting Transformco an exclusive royalty-free, perpetual license to develop, market and sell DieHard branded products in non-automotive categories.
“DieHard is among the most successful and one of the most widely trusted brands in the auto industry, and we have long believed that the brand has even more potential,” says Peter Boutros, president, Kenmore, Craftsman and DieHard business unit, Transformco. “DieHard revolutionized the automotive battery category when it launched in 1967 and has continued to be a leader in the category. Advance Auto Parts’ acquisition of this iconic
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